I was left wondering why so much time has been spent researching the subject. It did make me think that there are lots of business opportunities associated with end-of-life that our squeamishness stops us pursuing. Dick Stroud

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Dick Stroud

Dick Stroud

Founder of 20plus30, a consultancy specialising in marketing to older consumers. He is the UK’s leading expert in understanding the implications of physical ageing on the way older people behave and the products they buy.